September 15, Creative Testing Case Study: Amica Insurance

2 Agenda Amica Overview RPM Direct Overview Creative Testing Approach J.D. Power Award Results-You Vote

3 Amica Overview 1907 – Focus on service Direct Writer – Personal Lines Insurance 38 Branch Offices & Call Centers Auto, Home, Condo, Renters, Marine, Umbrella, Life and Annuities

4 Amica Overview Referrals – Primary source of growth Marketing – A relatively new activity Customer profile/target

5 R 4 PM ResponseProfitabilityMarketing Revenue Risk Retention RPM Direct — your key to direct success…

6 The Turnkey, Outsourced Solution for Highly Targeted, Profitable, Direct Market Auto Insurance Customer Acquisition. RPM targeting techniques have driven in over $1.5 billion of profitable direct auto insurance premium. RPM Direct

7 Methodology developed over the past 12 years. Employs a measure of Lifetime Customer Value to target each marketing prospect. RPM builds discrete multivariate scoring models on the key drivers of profitability: Response, Conversion, Revenue, Risk, and Retention. Proprietary methodology integrates multi-dimensional scoring models into a measure of Lifetime Value for each prospect. Customized for each client. RPM Proprietary Methodology A. Overview

8 Names Credit X Date Demos Events Prospect Database Regression Models: Response/ Conversion Revenue Risk Retention PLV Targeting Solicit: Mail Phone Phone Center/ Website Underwrite Sell Product Product Delivery Capture Responder Data Responder Database RPM Direct — Database Marketing Model

9 Creative Testing Approach Champion vs Challenger: Test new approach against existing control position. Select adequate sample size to produce meaningful results. Construct sample to ensure similar characteristics of test and control samples. Adjust tests for cost differences. Experience and judgment still play a key role.

10 Amica’s Creative Philosophy Consistent with company image and culture. Consistent with current customer profile. “Savings” not primary focus of advertising. Do not try to appeal to all prospects. Concepts successful in direct mail may be useful in mass media and in sales material. Amica aggressively tests new creatives each year.

11 J.D. Power Award

12 J.D. Power Award How does emphasis on the J.D. Power award in the creative affect direct mail performance? What would happen if we did not mention the award? What would happen if we increased emphasis on the award? What happens when you make the award the main copy point and USP of a direct mail kit?

13 Testing Objectives – New Creatives 1 & 2 Objectives: Design new creative without plastic card. Design new challenger package to beat control kit.

14 Important Rate Information Kit Control

15 New Creative Test 1: Eligibility Certificate

16 Results Control kit beat Eligibility Certificate kit

17 New Creative Test 2: Rate Notice Kit

18 Results Rate Notice kit beat the control

19 Objectives: Test for value of the J.D. Power award insert. Test a J.D. Power card in place of the control card, increasing emphasis on award. Testing Objectives – Control variations 1&2

20 Important Rate Information Kit Control

21 Test: Remove J.D. Power Insert

22 Results J.D. Power Insert improves performance.

23 Test: Control Card vs JD Power Card

24 Results Replacing the control card with the J.D. Power card does not improve performance.

25 Objectives: Design new creatives that emphasize the J.D. Power award. Test using J.D. Power award as a unique selling proposition and main copy platform. Testing Objectives – New Creatives 3 - 6

26 Before You Pay Kit Control

27 New Creative Test 3: 8 Year Kit

28 Results Control kit beat 8 year kit

29 New Creative Test 4: Invitation Kit

30 Results Control kit beat Invitation kit

31 New Creative Test 5: 8 Year Kit

32 Results Control kit beat 8 year kit (version 2)

33 New Creative Test 6: Hot Buttons

34 Results Control kit beat Hot Buttons kit

35 Summary Higher quality kits are worth the price. More of a good thing is not always better. Keep the offer simple Direct mail effective at targeting Amica’s prospects.

September 15, Presented By: RPM Direct, LLC 24 Arnett Avenue Suite 100 Lambertville, NJ x 101 Fax: